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Unseen biases, emotions, and logic influence the customer’s buying decision at every turn.

With Richardson Sales Performance’s eBook, The Science of Decision Making: Understanding the Psychology Behind Customer Decisions, sales professionals will learn the surprising ways customer decision making unfolds.

Findings from more than a dozen psychological studies reveal:

  • Why short-term emotions drive long-term decisions
  • Why context drives the choice to buy
  • Why defaults influence decision making
  • Why “sudden death aversion” slows the sale

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